Case Study: Witt achieves greater reach and efficiency with AudienceProject

Witt boosts YouTube reach 17% and cuts cost per GRP 51% with AudienceProject

Witt, an international fashion retailer, partnered with the vendor AudienceProject to conduct an independent cross-media measurement study. Their challenge was to understand how YouTube and TV worked together to reach their core audience of women aged 45-64, specifically to determine YouTube's incremental reach and cost efficiency compared to TV for future media planning.

AudienceProject's analysis provided Witt with a holistic view of their campaign performance. The solution documented that YouTube added 17% incremental reach among women 45-54 and achieved a 51% lower cost per GRP than TV for that demographic. These insights from AudienceProject gave Witt a clear understanding of how to optimize their media mix to reach their audience more effectively and efficiently.

Witt